Fendi’s ‘Hand in Hand’ Project Pays Tribute to the Quality of Artisan Craftsmanship.

To celebrate the unique quality of Italian craftsmanship, Fendi has invited 20 ateliers, one from each of the country’s regions to present their own interpretation of the iconic Baguette bag originally designed by in 1997 by Silvia Venturini Fendi. The invitation is the first initiative for the unprecedented ‘Hand in Hand’ campaign which is set to have worldwide expansion plans. 

Applying their individual style and talent, each of the twenty selected ateliers transformed the iconic bag into a perfect example of craft workmanship at its finest. Each Baguette bag is stamped with the atelier’s name and the gold “Fendi Hand in Hand” logo, created especially for this project.

“Each bag is unique, because the imperfections inherent to handmade craftsmanship are what express intrinsic beauty. Fashion often focuses on the designer, and I think it’s time that we celebrate the community of artisans behind these amazing creations” Silvia Venturini Fendi

Designs and creations payed homage to each of the regions unique heritage and character, epitomising traditional craftsmanship through skilful handmade creations. 


The first creation was presented in the Fall/Winter 2020-2021 runway show, a collaboration between Fendi artisans and craftspeople at the Florentine atelier Peroni in Tuscany. In the skilled hands of Peroni artisans, the Baguette is fashioned from a single seamless piece of moulded vegetal-tanned leather with no stitches from bag to buckle, using an impressive traditional technique known as cuoio artistico fiorentino

In Veneto, “Hand in Hand” spotlights time-honoured craft. Working with Venetian artisans at Bevilacqua, which has been making jacquard for five centuries, Fendi goes back in time. The fabric is woven by hand on 18th century wooden looms by artisans who meticulously create a rich floral brocade motif, producing just a few centimetres per day. An interlaced satin strap and a buckle sculpted in jasper with lizard details further elevate the jacquard. The breath-taking result is an ode to patience, experience and to the historic beauty of Venice.

Women artisans are honoured in the Umbrian town of Perugia at the family-owned business Giuditta Brozzeti. Antique looms from the 19th century reproduce designs inspired by the bestiary of Medieval history. For its vision of the Baguette, the atelier featured a horse, a peacock, a unicorn and a dove in a bright royal blue and white colour scheme. The luxurious simplicity harbours the secrets of generations of weavers of authentic textiles.

Nestled in the heart of Rome, cradle of emperors and Fendi’s native city, is the atelier-boutique of master jeweller Massimo Maria Melis. The history of ancient Rome meets the contemporary elegance of the couture house to create a leather Baguette decorated with original bronze coins portraying Roman emperors. The piece honours not the political past but ancestral Roman goldsmith techniques restored to their original glory.

The Abruzzo region, represented by artisan Simona Iannini, showcases the delicate force of the tombolo aquilano lacework technique. Continuous threads of linen are interlaced and never cut or sewn, an almost magical precision art passed on through generations since the 15th century. Recreating the shape of the Baguette using this centuries-old technique took 100 hours of work. The lace is starched and then becomes rigid after being left to dry on a wooden form for three days.

All too often talented artisans ply their craft without sufficient recognition and the “Fendi Hand in Hand” project reinforces Fendi’s commitment to promoting a living heritage by preserving and passing on the traditions of artisanal craftsmanship.  


Sign up for our newsletter for inspiration, exclusive previews & luxury tips